Our Industry Insights Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
This week, we spoke to The Monkeys chief strategy officer Fabio Buresti.
Duration in current role/time at the company:
Over eight years.
How would you describe what the company does?
At The Monkeys, we have always been about creating provocative ideas that live within advertising, entertainment and technology. And now that we are a part of Accenture Interactive, we are on a mission to bridge the gap between brand promise and brand experience.
What do you do day-to-day?
I enjoy being hands-on so you’ll always find me deep in the day-to-day of strategic development. When I’m not doing that, I’m helping run The Monkeys with the other partners.
Define your job in one word:
I got into advertising/ad tech/marketing etc because:
I’m genuinely interested in brands – defining them, building them, getting them on the right track. Working in an agency gives you access to a broad range of clients who are all facing different challenges – so there’s never a dull moment.
What’s the biggest challenge you face in your role?
Finding strategists who know the difference between brand and comms strategy. Comms strategists are a dime a dozen, it’s the ones who can genuinely define a long-term brand strategy that are the hardest to find.
What’s the biggest industry-wide challenge you’d like to see tackled?
The industry needs to drag itself out of the weeds and stop being so advertising focused. I believe it needs to reposition itself beyond comms to being more brand and growth focused.
Previous industry-related companies you have worked at:
I started my agency career at Saatchi & Saatchi Sydney. From there, I went on to BMF for a couple of years, and after that Droga5 poached me when the agency first launched in Australia. After that, I ended up as a partner at The Monkeys, and the head of strategy at the agency.
Who is/has been a great mentor to you and why?
I’ve never had an ad industry mentor. There’s nobody who has played that role for me. I’m more of a believer in finding your own way and taking inspiration from leaders beyond your industry. In my younger years, I used to race go karts quite seriously, and Ayrton Senna was always a source of inspiration – his single-minded focus on perfection and working harder than anybody else has stayed with me into my non-racing life.
Words of advice for someone wanting a job like yours?
Surround yourself with the best people, work harder than anyone else and don’t take any short-cuts.
If I wasn't doing this for a living, I'd be:
Running a business of some sort.
My mantra / philosophy is:
Not a mantra, but when it comes to work, I think that it’s critical to always do the right thing for your clients. Even if they don’t want to hear it. Always do the right thing.
My favourite advert is (and why):
The ‘Sound of Honda’ campaign. It recreated Ayrton Senna’s pole lap at the 1989 Japanese Grand Prix through sound and light. Brings a tear to my eye every time I watch it.
Music and TV streaming habits. What do you subscribe to?
Spotify, Netflix and Telstra TV.
Tell us one thing people at work don’t know about you?
If I don’t eat tacos twice a week I will die.
In five years' time I'll be:
I’ll be continuing to make provocative ideas happen.
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